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November 21, 2018 Conecta Software

SMM and SMO refer to processes related to the website and social networks. SMM is Social Media Marketing. SMO stands for Social Media Optimization. Both are closely related.

SMO (Social Media Optimization)

SMO is the process of optimizing the website for social networks. The aim is to improve the visibility of the website in these channels.


SMO techniques are carried out on-site, on the website. On the other hand, SMOs occur off-site, on social networks.


Optimization means facilitating user interaction. To this end, we include buttons from social networks on the pages of our website. Thus, users can give a "Like", or "Share" the published content.

Access to company profile

In strategic locations, especially in the Footer, we include logos from those social networks where we have a corporate profile. This makes it easier to visit these profiles.

Content format

The content to be shared must be optimized so that it can be viewed well on social networks. Users who find this content should be able to understand it without having the context provided by the website. We are talking about clear titles, metadescriptions and highlighted images.

Which social networks to include?

We are interested in those social networks in which our target audience moves, both directly and indirectly, when looking for information about our products and services.

Twitter, Facebook, Pinterest, Google+, Whatsapp, ...


SMM (Social Media Marketing)

With Social Media Marketing we promote the brand, our website, products and services with ads. This is a direct type of marketing, with pay per impression or click (PPC) links.

Facebook, Twitter and LinkedIn all have advertising platforms. These allow a very detailed market segmentation. They accompany each step of the ad creation, in order to obtain results adjusted to the objectives. This process is summarized in the definition of

  • Image
  • Text
  • Segmentation
  • Method of payment


The style guide

In addition, SMM's strategy includes the creation of a style guide for social networks. This guide is added to the company's brand manual and ensures consistent and recognizable communication. This is key to the construction of the brand identity.


Social Marketing Manager

Depending on the importance of the MMS for the company, the role of Social Marketing Manager. This professional role is specialized in social network marketing, the challenges it poses and the complexity of developing digital strategies. He is an expert in the creation and strategic dissemination of brand content in the chosen social networks.

The advantage of this specialization is that it has detailed knowledge of trends in social websites and new opportunities that arise at all times.

It defines the formulas for the publication calendar, with a previously studied combination of promotional content and Inbound Marketing tools. It deals with viral and social marketing strategies.

In short, it represents the brand in social networks with the tasks of public relations. It means that it is also among their tasks to interact with followers when they publish comments, questions or suggestions. You can resolve complaints directly or communicate them to the corresponding department, thus creating a positive user experience.


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Project co-financed by the European Regional Development Fund. Beneficiary: Conecta Software Soluciones SLU. File number: EATIC2019010001. Approved Investment: 173.800,00 ?. Start date: 01/04/2019. Completion: 30/09/2020. This project aims to develop a multilingual user layer and dashboards for web and windows environments of Business Intelligence solution.

Project co-financed by the European Regional Development Fund. Beneficiary: Conecta Software Soluciones SLU. File number: PI2019010001. Approved Investment: 6,444.80 Start date: 17/10/2018. Completion: 16/10/2019. The present project aims at developing a connector software that automates the generation of virtual catalogues so that the company can offer in its Online Store products with a wide description and with images that make the user experience richer and more complete.


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